UXI
2025
Platform:Web and mobile
Chechi's
Chechi's is a successful shop that was critically losing online clients due to an overwhelming, high-friction booking system. The core problem was that this system caused significant customer loss and bad conversion due to high cognitive load and complexity.
I fixed that.
The core problem was that the existing system created significant customer loss and bad conversion rates due to:
Confusing Flow & UI
Poor Visual Hierarchy
High Cognitive Load
Previous design
The Goal is to redesign the online booking experience to reduce friction, improve conversion, and drive key profitability metrics.
We strategically introduced elements that simplified the user journey and maximized profitability:
Pick barber screen and quick summary window
Integrating the contextual upsell prompt was highly effective, increasing the Add-On Selection Rate by 338%. We placed the prompt after the primary service choice but before the time selection, ensuring the customer was already committed to the booking, leading to the 20% increase in AOV. The simple Loyalty Status Indicator directly drove the 13-point increase in the Repeat Customer Rate, improving overall Customer Lifetime Value (CLV).
Treatment and addon's flow
Reducing the No-Show Rate by 67% was directly attributed to the clear, dedicated confirmation screen (final step in the "After" flow) and the introduction of automated SMS reminders linked to the new system.
Summary screens
The "Before" screens show a long, vertically-stacked form with small text and unclear actions. The "After" screens demonstrate a transformation into a clean, modular, step-by-step process that is easy to navigate
Intro before and after
The step-by-step progress bar is perfect. I know exactly how close I am to being done and I don't get lost."
Profitability and customer lifetime value
UI/UX Decisions That Moved Metrics
Split actions into simple screens → .
less confusion
Clean, minimal layout → .
easier scanning
Created visual cards →.
increased engagement & speed
Introduced progress bar → .
reduced abandonment
Conclusion
By rebranding and thinking of the user, we successfully resolved the issue of high cognitive load and complexity. The redesigned Chechi's online booking system not only improved the user experience but directly translated design success into measurable business growth and increased profitability.
